Your email sign-off is the last thing prospects read before deciding whether to reply. Most people treat it as an afterthought — defaulting to "Best" or "Regards" without considering the impact.
Research from Boomerang analyzed 350,000 email threads to determine which sign-offs actually drive responses. The results reveal a clear winner — and it's probably not what you're using.
The general-email findings below offer ideas to test. They do not rank every possible closing or predict results for MSP cold outreach.
1. Sign-Offs in One General-Email Study
general-email response rate with 'Thanks in advance'
Source: Boomerang: 350,000 email threads
Boomerang compared common closings across general email threads. The ranking is observational, and the audience includes more than cold sales prospects.
Observed response rates in the cited general-email sample:
Pro Tip
2. Express Gratitude Naturally
A short thank-you can acknowledge the reader's attention. Avoid using gratitude as pressure or implying that a stranger owes you a response.
Boomerang's historical observations suggest an idea to test. A closing should fit the message and relationship; it cannot substitute for relevant context or a clear request.
3. Why This Works: The Psychology of Anticipatory Gratitude
"Thanks in advance" outperforms even "Thank you" by 7.8 percentage points. Why?
Three Psychological Mechanisms:
1. Commitment & Consistency
By thanking them for a response they haven't given yet, you create a subtle expectation. Not responding now feels like letting someone down.
2. Reciprocity
Expressing gratitude — even preemptively — triggers the human instinct to reciprocate. They received something (appreciation); now they want to give something back (a reply).
3. Assumed Compliance
"Thanks in advance" assumes they'll respond. This confidence is subtly persuasive — it frames replying as the expected behavior, not a favor.
Pro Tip
4. Beyond the Sign-Off: Signature Best Practices
Your sign-off is part of a larger closing impression. Here's how to optimize the entire signature block:
Email Signature Best Practices
Do This
- Keep it to 3-5 lines: Name, title, company, phone
- Use plain text — avoid images that don't load
- Include one direct contact method
- Match font styling to your email body
- Test how it renders on mobile
Avoid This
- Add inspirational quotes or slogans
- Include every social media link
- Use large logo images (increase spam risk)
- Add legal disclaimers in cold outreach
- List all certifications and awards
Clean MSP Signature Example:
Thanks in advance,
Brian Kelly
Founder, AutomatedMSP
Direct: 555-123-4567
Note
5. MSP Sign-Off Examples in Context
Here's how to pair high-performing sign-offs with effective CTAs for MSP outreach:
For Cold Outreach:
Worth a 10-minute conversation, or not a priority this quarter?
Thanks in advance,
[Name]
For Follow-Ups:
Just wanted to see if this landed at a good time — interested in exploring further?
Thanks,
[Name]
For Resource Sharing:
Here's that HIPAA checklist I mentioned — let me know if you'd like to walk through it together.
Thank you,
[Name]
Key Takeaways
- 1.Choose a natural close. Use gratitude where it fits the relationship.
- 2.Use a natural thank-you when it fits, and measure your own outreach results.
- 3.Context matters. A historical ranking is not a rule for every message.
- 4.Keep signatures minimal — 3-5 lines, plain text, one contact method.
- 5.Anticipatory gratitude creates obligation — thanking them in advance psychologically encourages response.
Continue Learning:
Your sign-off closes the email. Make sure the rest is equally optimized — readInterest Cold Email CTAs: How to Ask for a Reply or get the complete playbook inThe MSP Cold Email Playbook.